The design concept and strategy for the brand was “divine sins”, meaning “if it tastes like a sin but it’s actually good for you, it must be divine”, another strategic decision was made, not to have the "goats" as the brands leading message, even though it is the RTB for all the brands claims, this side of the brand will be in the dark, on the back side of the package. The brand values are: mystery, prestige, hedonism, quality, and taste.